Sociocultural Landmarks of Cognition and Problems of Scientific Creativity in the Media World

In the article the thoughts about science as a creative process are presented in the context of the historical-cultural epistemology, specificity of which is presented in the material by B.I. Pruzhinin and T.G. Shchedrina. Tendencies in the modern world's development – social, economic, political, communication – do not give rise to doubts about the presence of a paradox: the more globalized the world becomes, the more science gravitates towards the status of applied – this determines its effectiveness. Nonetheless, what is lost when emphasizing efficiency? To answer this question is worth remembering that the intellectual revolution in Europe in the 17th and 18th centuries was based not only on the works of Bacon, Descartes, and Newton but also on the radical position expressed in Machiavelli's "Sovereign" who placed utility above virtue. As soon as science becomes a pragmatic business, prestige, fame, safety, and comfort begin to depend on its success. Knowledge is power, but in the new political and social realities, the main thing is practical, utilitarian, and effective. By becoming disciplinary, technical, science gains power – but is this power not limited to its own constructions? Paradoxically, science, performing a service function, begins to lose the status of an instance of meaning. Serving society, it, nevertheless, is not a connecting force in society – they resort to it for recipes and solutions, but they do not consider it as a common cause, and as a platform for social interaction, they expect a product from science, but not meanings and values, benefit, but not virtues. However, what is a product of science? How is its performance measured? And who determines the effectiveness? This article attempts to partially illuminate these issues, including in the field of their consideration existentially loaded aspects of the scientific community's creativity – aesthetic, technical-digital, including computer games. Collective intuition as the acquisition of new experience, as the creation of previously nonexistent contexts in which new objects, events, and phenomena are placed – all these are key conditions for a world of uncertainty in which science is already required not only objective results but also involvement in the joint comprehension of existential projects. Truth there is not always the result, but rather a beginning, which requires, among other things, the derivation of all scientific consequences for which other forms of habitation of experience are open – aesthetic, playful, performative.